Description
“Commodity promotion” consists of many activities, each designed to contribute to a consumer’s product knowledge or influence tastes. However, both knowledge and tastes are unobservable, or latent, variables influencing demand. This paper specifies a dynamic structural model of fresh fruit demand that treats promotion and other socioeconomic variables as "causal" variables influencing these latent variables. Estimating this state-space model using a Kalman filter approach provides estimates of both the system parameters and a latent variable series. The results show that these latent effects contribute positively to apple and other fruit consumption, while reducing banana consumption.
Details
Title
- Advertising and Retail Promotion of Washington Apples: A Structural Latent Variable Approach to Promotion Evaluation
Contributors
- Richards, Timothy James (Author)
- Gao, X. M. (Author)
- Patterson, Paul Malcolm (Author)
- Morrison School of Agribusiness and Resource Management (Publisher)
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
1998-06
Resource Type
Collections this item is in
Identifier
- Identifier ValueASU 21.3:F 12/98-05
Note
- Faculty working paper series (Morrison School of Agribusiness and Resource Management) ; MSABR 98-05
- Includes bibliographical references (p. 23-26).